CHAPTER FOURTEEN Personal Selling and Customer Service For

CHAPTER FOURTEEN Personal Selling and Customer Service For use only with Perreault/Cannon/Mc. Carthy or Perreault/Mc. Carthy texts. © 2008 Mc. Graw-Hill Companies, Inc. Mc. Graw-Hill/Irwin www. mhhe. com/fourps

Strategy Planning and Personal Selling CH 13: Promotion Intro. To Integrated Marketing Communications Importance of personal selling CH 14: Personal Selling and Customer Service Personal selling tasks Strategy decisions (Exhibit 14 -1) CH 15: Advertising & Sales Promotion Personal selling process

The Importance and Role of Personal Selling Requires strategy decisions Salespeople can be strategy planners Helping to buy is good selling Personal Selling Is Important Sales force provides market information Salespeople represent whole company

Supporting Sales Force Informs and Promotes in the Channel Missionary Salespeople Technical Specialists Supporting Sales Tasks Customer Service Reps

Customer Service Promotes the Next Purchase Technical Part of promotion Specialists Solves problems after a purchase What is Customer Service? Reps are customer advocates

The Right Structure Helps Assign Responsibility Different Markets, Different Tasks Team Selling Major Accounts Sales Force Size and Workload Telemarketing Sales Territories

Sometimes Technology Can Substitute for Personal Selling (Exhibit 14 -2)

Personal Selling Techniques – Sales Presentations (Exhibit 14 -4 b)

Personal Selling Techniques – Closing and Follow-Up (Exhibit 14 -4)